Tanishq withdraws controversial ad, issues statement: ASCI shows support

Tanishq withdraws the controversial ad by releasing a statement on its official page of Instagram whereas ASCI supports this campaign as the ad did not break any code of honesty and truthfulness.

By Bandana Singh, Updated : Oct 14, 2020 14:11 IST
Tanishq withdraws controversial ad, issues statement: ASCI shows support
Image Source: The News Minute

Tanishq released a statement on its official social media page on November 13 at 08:41 PM. The brand stated, "We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff," the statement said. The idea behind the Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness, it added."

Tanishq further added that "The idea behind the Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness, Tanishq said in an official statement. “This film has stimulated divergent and severe reactions, contrary to its very objective. We are deeply saddened with the inadvertent stirring of emotions and withdraw this film keeping in mind the hurt sentiments and well being of our employees, partners and store staff."

The advertisement is representing a baby shower of women who is married into a Muslim family. Audiences took it to the tweeter and tweeted #Boycotttanishq for violating societal norms and culture. 

The ad has been pulled off-air by the brand after getting highly trolled on social media for breaking norms. Boycott Tanish has been the new highlight on twitter after airing this ad. Audiences have filed complaints against brand Tanishq on the Advertisement Standards Council of India. 

ASCI also released a statement on the Tanishq ad controversy mentioning that the Tanishq recent advertisement was viewed by an independent organization. It is a multi-stakeholder organization which is known as the Consumer Complaints Council. The organization reviewed the advertisement keeping the viewpoints of society, industry, lawyers, domain experts as well as consumer activists. 

According to the advertisement body, “This panel was unanimous that nothing in the advertisement was indecent or vulgar or repulsive, which is likely in the light of generally prevailing standards of decency and propriety, to cause grave and widespread offence. The complaint was not upheld, as the advertisement did not violate the ASCI codes of honesty, truthfulness and decency in advertising. Therefore ASCI has no objection to the airing of this advertisement, should the advertiser choose to do so.“